Munro Footwear Group-owned brand Mollini has revealed the impact its first collaboration collection with Ruby Tuesday Matthews performed.
The collection, which launched in December, was created with Matthews’ 200,000+ follower base in mind and generated a 40% lift in traffic to the website during the launch week.
The business also recorded 102% growth in Instagram followers compared to the previous three months.
Speaking on the collection, Mollini marketing coordinator Giulia Di Pietro said the campaign delivered strong results for the business.
"We achieved our objective to tap into a new market and obtained more online presence in the NSW and QLD states.
"76% of the users for the launch were new customers – customers we hadn’t tapped into it prior thanks to Ruby and additional exposure," she said.
Across the regions, Mollini recorded a 317% increase in users in Queensland, while users in NSW grew by 232% compared to the previous year.
